The upcoming Broadway musical Tuck Everlasting is planning an unusual promotional campaign to set it apart in what looks to be a busy and competitive spring of Broadway musicals.

The choice of season may be a significant one for this musical about a girl who magically acquires the dubious gift of immortality. Because anyone who lives forever gets to watch the seasons turn endlessly in a procession, the show’s ad agency, Serino Coyne, conjured up an ad campaign that reflects that. The show will advertise itself in print and online with four different ads, each designed to suggest one of the four seasons.

“It’s a beautiful show that’s very grounded in earth and nature,” said Tony-winning director-choreographer Casey Nicholaw (Aladdin, Something Rotten!). So the idea of going with the seasons is a good and fitting thing. I thought the idea they came up with was pretty brilliant. It’s sort of eternal.”

Each of the four ads incorporates the title graphic and the show’s tagline, “If you could live forever, would you?”

The spring image shows the logo against a background of flowering branches. The summer image backs the logo with foliage so dense that part of it is in shadow. The fall images shows brightly colored leaves beginning to fall and revealing the sunlight. The winter image shows bare branches and drifting snowflakes. Vinny Sainato, Executive Creative Director at Serino/Coyne, said, “When we thought about how to best represent Tuck Everlasting, we turned to the central themes of Natalie Babbitt’s amazing story, and it’s all about the passing of years and living life to the fullest. How we spend that time with the people we love and the people we meet. What better to represent the passage of time than nature’s own ticking clock, the changing of the seasons? And though we have four treatments—one for each season—we’ll be using them all throughout the year, together and apart, to evoke the passage of time. Tuck is such a special show, and we’re so thrilled to be doing something like this for the first time.”

It was important to capture the single moment of excited magic we feel when the seasons change—when the first snowflakes drift down, when the first green peeks through the trees, when the summer fireflies first begin to glow. Right now, it’s the first golden glistening of autumn. These small, but significant elements are featured in our art. Our deeply human appreciation for the passage of time —the cycle of life—in our natural world is a key emotional theme in Tuck Everlasting. Our goal was to have this wonder reflected in the art.” Tuck Everlasting has music by Chris Miller, lyrics by Nathan Tysen and book by Claudia Shear. It starts previews March 31, 2016 at the Broadhurst Theatre, and opens April 26.